How Coloradoan's attributes, behaviors, and attitudes affect demand for local food
Date
2018
Authors
Naasz, Elizabeth, author
Jablonski, Becca, advisor
Thilmany, Dawn, committee member
Abrams, Katie, committee member
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Abstract
Demand for local food has grown within the last several decades, leading to changes in the ways consumers shop for their food for at-home consumption. Many previous studies have investigated demand for local food in order to understand if and how private and public attributes, behaviors, and attitudes affect consumers' decisions to purchase local food. However, few studies have explored how these factors are related to a consumer's use of search, experience, and credence dimensions used when shopping and how these vary between different types of local food consumers. This study attempts to understand how consumers who are purchasing state branded products, interested in purchasing locally grown vegetables and fruits, and shopping at direct markets use product attributes, behaviors, and attitudes in different ways and how these factors relate to search, experience, and credence dimensions. We find that individuals interested in state branded products and locally grown vegetables are more likely to use experience dimensions, individuals interested in state grown fruits are more likely to use search dimensions, and individuals shopping at direct markets are more likely to use credence dimensions. These results provide insight into why these dimensions are most likely to be utilized by certain consumer groups and why the consumer groups differ.
Description
Rights Access
Subject
local food
direct-to-consumer markets
state branding program